references/theories/nudge.md

# Nudge & Choice Architecture

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Defaults, sequence, or friction influence decisions.

## Mechanism

Change choice environment while preserving meaningful choice.

## Applied marketing use

Improve forms, defaults, plan selection, and onboarding.

## Failure modes

- Dark patterns or hidden costs.

## Counterweights

- `fogg-behavior-model`

## Sources

- `source:thaler-sunstein-nudge`